Health Communication: A Multimodal Discourse Analysis of Selected Corona Virus Posters in Kenya

Abstract

The world today is faced with various epidemics which have introduced myriad of challenges. COVID-19 disease is the latest crisis with its attendant to health and language issues. With its emergence, COVID-19 introduced into the global linguistic repertoire a specialized form of discourse which manifested in the way government communicates to the public. The study set to analyze multimodality features of COVID 19 posters. The objectives were to describe the multimodal structure of COVID-19 posters, establish the semiotic choices adopted, explore the use of persuasive verbal and visual elements as components of multimodality, and explain the functions of multimodal metadiscourse. The study employed Social Semiotics Theory and adopted a descriptive research design. The target population was COVID-19 posters in Kenya, with a sample size of 30 posters selected through purposive and snowball sampling. Data collection methods included documentary analysis and an observational checklist, with data analyzed qualitatively through content analysis. The findings revealed that COVID-19 posters in Kenya predominantly utilized bold colors, attention-grabbing visuals, and culturally resonant symbols to capture attention and enhance message retention. Semiotic choices included the strategic use of icons, such as masks and social distancing symbols, and multilingual text to cater to diverse audiences. Verbal messages often relied on persuasive techniques, including imperative statements ("Stay Safe," "Wash Hands") and reassuring tones, to encourage compliance. Multimodal metadiscourse was instrumental in creating coherence and reinforcing critical health messages, such as prevention measures and the importance of vaccination. The study recommended the promotion of health literacy through the design of clear, concise, and inclusive messaging that accommodates varying levels of literacy. Posters should utilize plain language, simple visuals, and relatable examples to convey key information about prevention, symptoms, and protective measures.